48: Jim Goes Solo: How to Build Your Messaging Playbook+ Follow
In this episode of The Manage Your Message Podcast host Jim Karrh shares the “how” (and the “why”) for growing your business with the help of a messaging playbook.
Jim begins by acknowledging how important a consistently engaging message is today – and how difficult it can be to create and manage. A playbook approach has proven to be practical and effective in these noisy times.
There are some misconceptions about what a playbook is and is not:
- Playbooks are not rule books, taking the place of employee manuals or handbooks
- Playbooks are not libraries or repositories, a place to toss product information, sales collateral, or customer-experience scorecards
- Playbook are guides for specific conversations
What goes into a messaging playbook? Organizations differ, of course, but the most common elements include:
- The ideal customer or client for the business
- Buyer personas or roles
- The problems your organization helps to solve (as the buyer would define them)
- The things that make your organization truly different
- Customer stories, visuals, and insights to share
Jim also shares four considerations for organization leaders, based upon his experience in co-creating and implementing messaging playbooks:
- Your playbook should be connected to important priorities for growth. This is not a fad or some short-term campaign.
- This is neither a substitute for, nor in conflict with, the messages in your advertising, public relations, or social channels. Rather, it is a translation for building consistency (and taking advantage of the fact that most of your future growth sits in those everyday, offline business conversations!).
- This is not a solo act. Let your message emerge from a process of co-creation (across people and units, considering all the different people whom you need to share it).
- Plan for launch and implementation, from the very beginning.
Learn more about Jim Karrh:
Check out a sample of Jim’s new book, The Science of Customer Connections: Manage Your Message to Grow Your Business:
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Sign up for the Message Manager Memo weekly email https://jimkarrh.com/
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